22nd September 2020 – Online organic grocer Abel & Cole has appointed The Specialist Works as its agency of record to fuel the brand’s growth through a new integrated media strategy.
The Specialist Works will help Abel & Cole deliver a new strategy which aims to balance customer acquisition and retention with longer-term brand building. The review comes as Abel & Cole looked to consolidate its off and online media planning and buying.
For over 30 years Abel & Cole has pioneered organic, wild and foraged produce, delivering these in environmentally responsible, returnable and reusable cardboard boxes. In this time, it has saved at least 60 million single use plastic bags from landfill. Doing the right thing for people, the planet and animals is at the heart of Abel & Cole, recognised last year when it became certified B-Corp.
As the climate emergency builds momentum, there is an opportunity for Abel & Cole to become the go-to sustainable food delivery brand that truly prioritises the planet and community over convenience and personal gain. The Specialist Works’ cohesive media strategy will leverage how different media channels work together to deliver commercial effects in the short- and longer-term. Key business metrics include customer lifetime value and retention, average order value and brand and product awareness.
Catherine Peace, Growth Marketing Lead, Abel & Cole, said: “Despite most of the process happening in lockdown, from the outset we could all feel The Specialist Works’ passion for our brand and we’re really looking forward to working with them.”
Alex Mottershead, Group Client Director, The Specialist Works, said: “We’ve fallen in love with Abel & Cole, everything they deliver and everything they stand for. There’s massive potential for growth and we can’t wait to be a part of it.”